18-39 year olds are more forgiving towards brands than older generations, despite being the hardest hit by the austerity agenda, a survey by JWT has found.
The Austerity Index, a quarterly research survey that analyses the impact of economic adversity on UK consumers and markets, found that the so called “resilients” are also more proactive and entrepreneurial when it comes to their finances, being 20 per cent more likely than other age groups to buy items to resell for profit.
800 UK adults were surveyed in December 2013 as part of the research.
Tracey Follows, chief strategy officer at JWT London says: “Naturally some of the ‘resilients’ can-do approach could be down to their youthful optimism but they may also derive some buoyancy from their sense of connectedness.
“This generation has grown up witnessing and harnessing the power of social networks, so they have greater faith in themselves and communities to have influence and to drive change.”
The research also found that 18-39 year olds austerity index measure is 248 – 22 points below average, indicating that their assessment of the impact of austerity on their lives is less severe than most, despite experiencing higher unemployment and negative earnings growth.